CPF concludes integrated marketing pitch

The Central Provident Fund Board (CPF) has appointed GOVT VCCP as its integrated marketing agency, marking a significant step in the board’s efforts to strengthen its communications and engagement with Singaporeans. The contract is for one year, with the option to extend up to two years.

The appointment covers a broad scope of work across digital, experiential, creative, and public relations channels, ensuring CPF’s campaigns remain aligned with its brand guidelines and visual identity.

Under the contract, GOVT VCCP will lead the conceptualisation, coordination, and execution of CPF campaigns, including the annual retirement planning campaign and the 'Ready for life' festival.

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The agency will also take charge of website updates and feature enhancements, working closely with the board to ensure the digital experience supports campaign objectives. Where feasible, new functionalities will be implemented within CPF’s existing website management system to maximise impact and usability, according to tender documents seen on GeBiz. 

Beyond digital strategy, Govt VCCP will be responsible for creative execution across multiple touchpoints. This includes designing and installing artwork in CPF Service Centres, producing publicity materials to support paid media campaigns, and coordinating with content partners to deliver campaign messages effectively.

In addition, the agency is tasked with ensuring campaigns achieve both reach and resonance, integrating traditional and digital media with on-the-ground activations. Public relations support forms a key part of this remit, reinforcing CPF’s messaging to the public and ensuring that campaign narratives are consistent across channels.

MARKETING-INTERACTIVE has reached out to CPF for a statement.

The partnership signals a broader trend in government communications, where agencies are increasingly tasked with integrated campaigns that blend creative storytelling, experiential touchpoints, digital optimisation, and media amplification. 

Most recently, the National Day Parade 2026 (NDP2026) organising committee called for a creative pitch, seeking an agency to lead its nationwide branding and publicity campaign. The appointment aims to ensure coherent messaging across multiple platforms while translating NDP 2026’s theme into a unified brand identity and integrated communications campaign.

According to tender documents released on GeBIZ, the selected agency will oversee the strategic development, creative execution and publicity management for NDP 2026, with the contract running until 31 August 2026. 

Furthermore, the appointed agency will be responsible for monitoring social media engagement, responding to public queries and coordinating content releases across paid and owned media channels.

Photo courtesy of CPF, Facebook.

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